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Home > Computers and Information Technology > Media & Internet > Video/Audio Technology
Arts & Media Sponsorship
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Combined sponsorship of the arts and media is worth an estimated £390m in 2007 and the market is increasing: Key Note forecasts that the market will rise by 47.4% by 2012. However, this will still represent a tiny fraction of the total amount that businesses spend on marketing and corporate communications.
Media sponsorship mainly involves the sponsorship of popular programmes on television, although radio sponsorship is well established (but only for commercial channels, not the publicly funded BBC). Reality shows, soap operas and sitcoms have attracted `brought to you by' programme sponsors, such as Carphone Warehouse (mobile telephones) for The X Factor and Harveys (furnishing stores) for Coronation Street. Low-key sponsorships include the weather forecasts, sponsored on ITV by E.On, an energy group.
In value terms, arts sponsorship overtook media sponsorship in 2004, partly because the early 2000s experienced a quieter period following the Millennium boom and the investments of the Arts Lottery Fund in the 1990s. The sector should increase in size over the next 5 years (to 2012), a period that will include the run-up to the London 2012 Olympics (to include `Cultural Olympiad' events around the UK) and Liverpool's status as a European Capital of Culture in 2008. However, London is likely to maintain its dominance: the capital already accounts for almost 75% of all privately generated arts funding.
The UK Government encourages arts sponsorship through Arts & Business, a public forum and leading advocate for arts organisations, supported by Arts Council England. Through Ofcom, the broadcasting regulator, the Government also has a strong influence on the development of media sponsorship.
In the private sector, live entertainment, which is usually linked to sponsors, is becoming more professional and commercially successful owing to initiatives by operators such as Live Nation and AEG Worldwide. The latter has been operating the former Millennium Dome (now title-sponsored as The O2, by the mobile telecommunications company) with great success.
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